Remember how Google used to bleed up something called Google TV in previous years? At the time of its introduction, it was known as the hua (yang) four (zuo) seat (si). At that time, the remote control designed by Sony and successfully made Sony's life unbearable. After three years, Google, who had never stopped dying, invited Google TV, which had already been beaten into the cold room, to come out and dress up as an Android TV. , And also get a pro son Nexus Player, Google so frustrating to toss in the end why?
In fact, the answer is very simple, in the final analysis or for the living room.
The GoogleTV design ideas three years ago were very good but too radical. The idea behind a full-keyboard remote control that made everyone stunned is actually a reflection of Google’s own value: How Google can make its own as a search startup? Users can easily search for and find favorite TV program content under various scenarios?
Due to the immaturity of the technology, the interactive experience on the PC could only be copied three years ago. That is, a full keyboard method was used to input the search keywords. It is a pity that although the full keyboard input method has already had successful experience on the BlackBerry, the user is more accustomed to the use of the large button design and blind operation due to the special use scenario of the remote control, which announces the Google TV. The death penalty. From the point of view of the Android TV product definition, the integration of voice search can be said to be a major improvement in user experience, eliminating the need for a full keyboard input on the remote (fan) and lei. It uses speech recognition technology based on natural language analysis. It can separate the important speech data from the user's input speech and search it, providing the user with the most natural search method possible.
Of course, voice search is not the biggest highlight of this parent's son. The display of video content is the most important thing that we should pay attention to: notice that the most important source of each content in Android TV's Launcher is App. And lined up, users can download their favorite apps to Google Play according to their own habits. At the same time, there is another important design, which is to make the content and the search portal closely integrated: When the user performs a video search, they can directly search in major video applications. Finally, the search results will be displayed together with the video application to which they belong. On the one hand, it provides users with more choices, and on the other hand it also provides more opportunities for the presentation of content-rich video applications, achieving a win-win situation for the user experience and business model.
When it comes to user experience and business models, we may wish to first turn our sights back to China: In the past half year, the Internet TV industry has undergone earth-shaking changes. In the past, the market environment of “as long as there was a license and content was randomly chosen†no longer existed. Under the cordial care of SARFT, each box or smart TV must be able to cooperate with only one licensee, which greatly restricted the content. Richness. In addition, the TV website client and the third-party aggregation client that have been regulated by the licensee have been successively removed from the TV malls. At this stage, users can only see their Internet video licensees on the set-top box or smart TV. Content.
The occurrence of this situation is not surprising in the final analysis, but it is just a "contradictory between the lagging video content censorship system and the people's growing material and cultural needs." The United States of America, known as the "free paradigm," has a strict content censorship system, and it manages violent, bloody, naked, and even foul language (remember what we often hear when we watch American dramas?). And this type of review is performed immediately after the content of the film is produced and is well managed in both the television and the cinema channel. In contrast, in the domestic situation, the producers and content parties of film and television content are scrambling to scrape the ball and make the management of content under the condition that there is no grading system in the country. Therefore, the existence of the licensee is still positive in this respect. But on the other hand, the existence of the licensee also makes it more difficult to display more content on the platform. After all, politics and interests cannot be less.
There may be another reason why the set-top box and TV are temporarily in trouble. That is the traditional way of thinking that content is "free". The value of content for users in mainland China is currently at a level that can be accepted as “freeâ€. For major Internet companies, relying on the rich free content on set-top boxes and smart TVs has entered the living room, but there is still no good solution to the problem of how large amounts of traffic are realized. After all, hardware has a BOM price and CDN is more to be desired. Burning money, for monthly payment, single-chip payment, two kinds of payment models that have been widely accepted abroad, need to cultivate usage habits in the country. On the one hand, the current prospects for patch advertising are uncertain, and on the other hand, the user experience also plays. A big discount, at least until now, everyone has not found a reasonable business model.
The general set-top box is under the special social form, and its subsequent development direction is no longer bewildering: Since the thinking of platform products such as Apple TV, Roku, Fire TV and Nexus Player has no way, the rest is also Only the content providers and the licensees can jointly set up a joint venture to bring as much content as possible to the broad path designated by the General Administration of Radio, Film and Television. All parties in the industry can do as much as possible to search for a more optimized business model in order to achieve a win-win situation. In the past, the cottage routine has become impassable at a time when regulation is becoming increasingly stringent.
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